Henrik Lundqvist Talks Tag Heuer, the Blackhawks and More

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June 8, 2015
By Aria Hughes
NEW YORK — It’s been a tough season for Henrik Lundqvist.

The New York Rangers goalie took a puck to his neck, which resulted in a vascular injury that kept him off the ice for three weeks, and his team was eliminated from the playoffs last week after a game seven loss to the Tampa Bay Lightning.

“We were just not good enough at home and in that last series,” said a reflective Lundqvist, who was promoting his new partnership with watchmaker Tag Heuer on Monday at its New York City store. “We lost three out of four of the home games and that’s not good enough. So that’s something we have to address.”

Lundqvist, who predicted that the Chicago Blackhawks will take home the Stanley Cup, is now focused on his brand ambassador role at Tag Heuer, which is owned by LVMH Moët Hennessy Louis Vuitton. He joins a roster of athletes including soccer player Cristiano Ronaldo and tennis player Maria Sharapova, who have previously been featured in the brand’s “Don’t Crack Under Pressure” campaign.

“I liked the different projects that they do with their athletes and their slogan ‘Don’t Crack Under Pressure’ is what I do. It was a good fit,” Lundqvist said.

The athlete, who was wearing a navy Ralph Lauren suit, has become closely acquainted with the fashion industry over the past few years. He’s worked with brands ranging from Salvatore Ferragamo to Swedish men’s bodywear label Bread & Boxers, and he recently appeared on the cover of Bloomingdale’s Father’s Day catalogue with his daughter, Charlise, which was a first for Lundqvist.

“It was fun. There were a lot of people involved and she showed up with my wife and she was a little nervous at first, but it went well,” he said.

According to Lundqvist, he will spend his Father’s Day in Sweden by the ocean.

“I really don’t need to do anything. The season is so intense that when I go home I try to decompress a little,” he said.





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